In Italy, Philadelphia Cream Cheese proved that it really does listen to, and communicate with, its fans on Facebook by creating a brand new lactose-free variant. The brand was responding to four lactose-intolerant customers who happened to post on the brand's Facebook page about the lack of a lactose-free version of the cream cheese snack. The posts were in September last year; by this November, the brand had created the new product and it's now available throughout Italy. Agency Proximity BBDO and client Mondelez claim it's the first time a new food product has been created due to a Facebook request.
The product's launch commercial, seen here, shows the four original women being invited to Milan to sample the new product.